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Which of the following steps of the new product development process would most
likely use an R-W-W framework?
A) idea generation
B) idea screening
C) concept testing
D) test marketing
E) commercialization
Answer:
A doctor performing hip surgery on a patient illustrates how a service can be produced
and consumed simultaneously. This is an example of which service characteristic?
A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability
Answer:
"Doing good" and "doing well" are considered a double bottom line of values and
profits for many organizations. Profits sometimes suffer as a result. This is one of the
challenges of ________ marketing.
A) societal
B) sense-of-mission
C) consumer-oriented
D) customer value
E) innovative
Answer:
When marketers want to promote their products and services through word-of-mouth
marketing programs, they typically begin by ________.
A) pushing one-way commercials at customers
B) identifying and targeting late adopters
C) developing print and radio advertisements
D) generating person-to-person brand conversations
E) withdrawing from online social networks
Answer:
P&G was among the first to use ________ segmentation when it introduced Secret, a
deodorant brand specially formulated for women's chemistry.
A) age and life-cycle
B) gender
C) behavior
D) psychographic
E) geographic
Answer:
Which type of market segmentation is generally used by marketers who sell luxury
products targeted to the affluent segments of a population?
A) usage rate
B) occasion
C) income
D) benefits sought
E) gender
Answer:
Which of the following is a direct digital marketing tool?
A) printed catalog
B) direct mail
C) telephone
D) television
E) blog
Answer:
Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely
segments include hunters, campers, and boaters. What is this segmentation method
called?
A) user status
B) usage rate
C) benefit
D) behavioral
E) psychographic
Answer:
In which of the following structures does a company organize its sales force along
customer or industry lines?
A) demographic sales-force structure
B) service sales-force structure
C) market sales-force structure
D) territorial sales-force structure
E) product sales-force structure
Answer:
Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line
of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50
percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast.
Which element of the promotion mix has Power Pro used in this scenario?
A) public relations
B) crowdsourcing
C) advertising
D) sales promotion
E) personal selling
Answer:
Salespeople write up their completed activities in a(n) ________.
A) sales quota report
B) profit-sharing plan
C) call plan
D) call report
E) expense report
Answer:
Which of the following is most likely a true statement about social class?
A) Members of a social class vary drastically in their values, interests, and behaviors.
B) In the United States, the lines between social classes are fixed and rigid.
C) Social classes show distinct product preferences in areas such as clothing.
D) Wealth is a more important variable than education in measuring social class.
E) Consumers of the same age belong to the same social class.
Answer:
________ marketing tailors brands and promotions to the needs and wants of specific
cities, neighborhoods, and even stores.
A) Differentiated
B) Mass
C) Niche
D) Local
E) Individual
Answer:
Which of the following is true of an intensive distribution strategy?
A) It gives sole rights to select dealers in a given area.
B) It strives to make products available where and when consumers want them.
C) Compared with other distribution strategies, it uses the least number of
intermediaries to sell products.
D) Compared with other distribution strategies, it provides the best support for dealers
of luxury products.
E) It discards traditional intermediaries and uses direct marketing to reach customers.
Answer:
Which of the following is part of the microenvironment of a company's marketing
environment?
A) a just-in-time inventory system used by the company when making purchase
decisions
B) a set of laws that require the company to scale down its telemarketing calls to
customers
C) a changing demographic picture that requires the firm to make product adaptations
D) a new technology that would ensure significant cost-cutting if implemented in the
firm
E) a set of environmental sustainability laws that significantly impact the company's
production processes
Answer:
Which generational group consists of the kid, teen, and tween markets?
A) Generation Y
B) Millenial
C) Generation Z
D) Generation X
E) Lost Generation
Answer:
ToyBox is a toy manufacturer based in the United Kingdom. Which of the following
indicates that the company is following a market penetration strategy?
A) It introduces a line of children's clothing in the United Kingdom.
B) It acquires toy rights for a popular cartoon character to boost its sales.
C) It introduces its toys in the Indian and South-East Asian markets.
D) It enters the U.S. market with a line of children's clothing.
E) It develops a new line of educational software targeted at the current market.
Answer:
Members of which generational group are referred to as echo boomers?
A) the Lost Generation
B) Generation X
C) Generation Z
D) the baby boomers
E) Millenial
Answer:
________ are defined as states of felt deprivation.
A) Needs
B) Ideas
C) Demands
D) Values
E) Exchanges
Answer:
________ is the stage where a product and its proposed marketing program are
introduced into realistic market settings.
A) Market strategy development
B) Concept testing
C) Test marketing
D) Concept development
E) Business analysis
Answer:
A market researcher wants to find the cause-and-effect relationship between using
organic ingredients in food and the subsequent consumption by customers. He invites
ten respondents to his research firm and asks them to taste two identical dishes. The
dishes were prepared in a similar manner, but one has natural herbs for flavoring, and
the other has artificial flavors. This is an example of ________.
A) descriptive research
B) ethnographic research
C) experimental research
D) online research
E) exploratory research
Answer:
The nation's poor areas have 30 percent fewer supermarkets than do affluent areas. As a
result, many low-income consumers find themselves ________.
A) buying due to high-pressure methods
B) in food deserts
C) redlining
D) being influenced by heavy advertising and promotion
E) influenced by predatory pricing tactics
Answer:
Foods International is developing a new gluten-free, chili-flavored pretzel. The
marketing strategy for the product has already been developed and presented to top
management. Several prototypes were also formulated by the company's R&D team.
The final prototype is now being tested rigorously to ensure that it passes FDA
standards. Once approved, the next step will most likely be ________.
A) test marketing
B) portfolio analysis
C) commercialization
D) internal marketing
E) business analysis
Answer:
A common criticism of the marketing system is that intermediaries ________.
A) are too few in number
B) mark up prices beyond the value of their services
C) provide only essential services
D) undervalue their service costs
E) are overly protective of manufacturers' interests
Answer:
Wisconsin Cheddar has introduced an aged jalapeno cheddar. Displays are set up at
various retail cheese stores in the state and patrons are offered free samples as well as
$2 off coupons. Which promotion tool is Wisconsin Cheddar most likely using?
A) rebates
B) price packs
C) point-of-purchase promotions
D) coupons
E) advertising specialties
Answer:
When a product is in the ________ stage, profits level off or decline because of
increased marketing outlays to defend the product against competition.
A) production
B) decline
C) maturity
D) test marketing
E) conception
Answer:
Which of the following sources constitutes the internal database of a company?
A) commercial online databases
B) conversations on social media
C) the company's sales records
D) reports sold by market research firms
E) the Web
Answer:
